Shoemaker Fila is looking to make several consumers media stars in an online modeling contest this month.
In its current “How Do You Fila?” campaign, contestants can submit photos of themselves wearing a pair of Fila shoes with a caption about how they “Fila” about the image.
Images submitted to the contest site, www.howdoyoufila.com/model, will be voted on by visitors with 12 finalists selected when voting ends on Nov. 24.
A subsequent round of voting will help determine four winners, with Fila itself weighing in on that decision, based on the photogenic qualities of the contestant, prominence of the Fila logo and photo quality. The winners will each fly to Baltimore with a guest for a photo shoot for a 2008 advertising campaign.
“This is one of those opportunities when we can get customers really engaged in the brand,” said Fila spokesperson Lauren Mallon.
The resulting online and print campaign will commence in January. The “How Do You Fila?” promotion will also incorporate Fila endorser athletes and celebrities.